Coupang is working to reverse its fortunes after a personal data breach derailed the e-commerce giant's rapid growth trajectory. The company has launched efforts to restore customer trust, with interim Korea CEO Harold Rogers hitting the ground running on early-morning deliveries while rolling out profitability measures to retain loyal customers.
Weekly active users reached 28.28 million during the second week of March, according to data analytics platform IGAWorks Mobile Index. The figure represents a recovery to 97% of the post-incident peak of 29.08 million users. Active users had plunged to the 26 million range in the immediate aftermath of the data breach but have since shown gradual recovery.
The rebound reflects what analysts describe as a "two-track strategy" combining operational improvements with image rehabilitation.
Starting mid-April, Coupang will calculate free shipping eligibility for non-Wow members based on the "final payment amount" after discounts, rather than the pre-discount price. Previously, orders exceeding 19,800 won before discounts qualified for free shipping. The company said the change targets sellers who artificially inflated prices to meet the free shipping threshold.
Wow membership subscribers paying 7,890 won monthly will continue to receive free shipping with no minimum order requirement. Industry observers interpret the move as an effort to maximize the lock-in effect of the paid membership program and boost profitability.
Meanwhile, Rogers joined Democratic Party lawmaker Yeom Tae-young for a 10-hour early-morning delivery shift to inspect logistics operations. The two were photographed sharing a meal of gukbap after the field experience—a notable shift from their tense exchange during a recent parliamentary hearing. Industry watchers are monitoring whether the gesture will help ease consumer sentiment and political pressure.
Securities analysts project Coupang could achieve an earnings rebound beyond user recovery. The company forecast 5-10% revenue growth for the first quarter during its fourth-quarter earnings call. Park Sang-jun, analyst at Kiwoom Securities, said Coupang's product commerce segment "will show a rebound trend in revenue growth, with the year-end period marking the bottom."